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JWT London shatters demographic stereotypes about the UK “Baby boomers”

JWT London’s in-house trends and research team, Planning Foresight, is to reveal a demographic report on mindset, behaviour and attitudes of the UK’s 50+ year olds—the Elastic Generation, as the agency calls them. Using a Sonar online panel they have polled 501 UK people of both genders, of 50-69 years old.

The main idea of the survey is to prove marketers they are wrong ignoring the age group that accounts for 29% of the UK population and controls 80% of financial wealth. Planning Foresight has researched that only 5% of all brand communications target 50-60 year olds, while 80% is usually spent on Millenials.

Here are some finding of the survey:

84% of the respondents (UK adults in their 50s or 60s) think that advertisers don’t know much about their mindset and lifestyle, assuming that all 50+ customers are the same.

73% don’t pay attention to ads because they seem irrelevant and too cliché-like.

68% think advertisers target only young people, so they don’t pay attention to videos featuring people much younger than them.